Launch time is your first opportunity to onboard new viewers and reconnect with returning ones. Design a launch experience that’s educational and fun, but doesn't get in the way.

Stick to the essentials in tutorials. It’s fine to provide guidance for beginners, but education isn’t a substitute for great app design. First and foremost, make your app intuitive. If too much guidance is needed, revisit the design of your app.

Get to the action quickly. People look to Apple TV for entertainment. Avoid showing a splash screen, menus, and instructions that make it take longer to reach content. Instead, let people jump right to the action. If your app needs tutorials or intro sequences, provide a way to skip them and don't show them to returning viewers.

Make learning fun and discoverable. Learning by doing is a lot more fun and effective than reading a list of instructions. Use animation and interactivity to teach gradually and in context.

Anticipate the need for help. Proactively look for times when people might be stuck. A game, for example, could casually show useful tips when paused or when a character isn’t advancing. If you do implement tutorials, let people replay them in case they miss something the first time.

Provide instructions when controls vary from the norm. If your app uses nonstandard controls, such as holding the remote in landscape mode, orient people quickly. Whenever possible, use animation or graphics to educate instead of lengthy screens of text.

Use relevant and consistent language and images. Always make sure guidance is appropriate for the current context. If someone’s using the Siri Remote, for example, don’t show game controller tips or graphics. Use language that’s consistent with the platform. People tap, click, and swipe the touch surface of the remote; they press buttons on the remote or game controller.